Introduction to Mobile Surveys
Melanie Courtright Research Now
13 November 2013
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Setting the Stage
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Can you identify this picture?
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Can you identify this picture?
Pope’s election - 2005 Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
And in 2013 …
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
The Revolution will be MOBILE-ized Nomophobia (n): The fear of being out of mobile phone contact; mobile phone separation anxiety. Source: Experian Marketing Services
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Mobile is Now! million people suffer from FOMO (Fear of Missing Out). million people would rather lose their keys than their smartphone. of 23-30 year olds would rather give up their sense of smell than their phone. of users say they couldn’t LIVE without their mobile phone. Source: Experian Marketing Services Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
The whole Planet is going Mobile
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
US Census vs. US Mobile 49% 50%
Census
51% 50%
Mobile
25%
25% 17%
20%
23%
18% 12%
15%
12%
15% 4% 6%
Male
Female
Less than 25k
25k to 49k
50k to 74k
75k to 99k
100k to 149k 150k to 199k
4% 5%
200k+
72%73%
33% 29% 13%13%
18%18%
18%19%
19%20%
16%15%
13%15% 5% 6%
18 - 24
25 - 34
35 - 45
45 - 55
55+
Hispanic
Caucasian
Black
Asian
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
9% 1% 1%
Native
6%
Other
UK Census vs. UK Mobile
56% 47%
Census
53%
Mobile
44% 37%
18% 9%
Male
Female
20%
18%
21%
34%
18% 19%
5%
18 - 24
25 - 34
35 - 45
45 - 55
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
55+
Mobile is Community
53% 71% SMS
of American smartphone users connect to mobile social media daily.
use their phones for email every day.
82%
text during the same time frame.
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Mobile is Culture
47%
50%
of British smartphone owners view news on their device every day.
of them stream videos on mobile every month.
61% make their own media each week. Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Mobile is Commerce
66%
Between the US and UK of owners research products on their smartphones at least once a month.
41% of US and UK users also make mobile purchases during an average month. Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Why are Researchers so keen?
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
The Possibilities Technology & DIY Platforms Audience & Ad Measure Research
Behavioral Data Sets
Mobile DeviceSpecific Research Device Agnostic
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
The Possibilities • Mobile Access Panel • Geo Location Studies – In-The-Moment • IHUT • Mystery Shopping • Diary/Ethnography • Foot Fall Trends • In-Store Evaluation • Behavioral Targeting • Concept Testing
• Mobile Ad Effectiveness • Out-of-Home Ad Effectiveness • Mobile BTS • In-App Ad Effectiveness • Mobile Behavioral onetime & syndicated studies • Syndicated Location Studies
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Rich Media Uploads
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
In-The-Moment Surveys
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Geo-located Surveys
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Behavioral
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Home Ethnography How comfortable are respondents with qualitative aspects of mobile research?
Invited 3,500 panelists to take part in a home ethnography study designed to understand respondents’ willingness to participate in qualitative parts of mobile studies, particularly media uploads.
679 completes in 2 days, despite the
study being long & media intensive 97% scanned barcodes 99% uploaded pictures 82% uploaded audio 80% of those with pets uploaded videos
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
CASE STUDY
Sporting Event Diary How do researchers collect In-The-Moment data at the 2012 Olympics? Recruited respondents to complete two two-day diaries for people at the 2012 London Olympics or watching them at bars or at home.
69% of respondents completed both diaries 62% uploaded images 19% uploaded video Impressed with detailed open-ended responses High level of respondent engagement
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
CASE STUDY
Holistic Insights How does a digital newspaper use passive behavioral data capture to gain deeper reader insights?
A digital newspaper that caters to tablet users through a newspaper app sends targeted surveys and overlays the survey data with behavioral data for deeper insights.
Behavior data like app downloads, music played, etc. are passively captured Survey data is collected periodically by pushing surveys. Data from repeat surveys and passive data capture are tied together for deeper insights
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
CASE STUDY
Retail Surveys How does a major CPG brand get shopper feedback on their in-store displays? Created a mobile survey for shoppers, whose locations were validated by GPS data, to complete while inside targeted supermarkets.
Respondents uploaded photos of in-store displays and scanned UPC barcodes of products Geo-fencing ensured the survey was available only when respondents were in the store, ensuring validation and data quality Rich In-The-Moment data and insights were generated Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
CASE STUDY
Best Practices
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
MOBILE IS NOT ONLINE Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
3-D Mobile Research 1. Define Who you want to reach, and why Target your respondents Consider Fit for Purpose
2. Dive Deep Into the details of what you will ask members to do • What activity are you interrupting? • What activity are you requesting?
Into what data you NEED back, and what you will do with it • How much media is too much media • What are the media risks?
Into the different tool options
3. Design, Design, Design Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
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Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Mobile Design Commandments I.
Thou shalt keep surveys under ten minutes.
II.
Thou shalt consider screen sizes.
III.
Thou shalt know how questions work.
IV.
Thou shalt minimize scrolling.
V.
Thou shalt limit text boxes.
VI.
Thou shalt use concise language.
VII.
Thou shalt give great instructions.
VIII.
Thou shalt stick to the point.
IX.
Thou shalt be creative and engaging.
X.
Thou shalt wear a respondent’s shoes!
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Back-end Considerations 1.
Data Quality / Media Vetting
2.
Coding and Delivery
3.
Merging
4.
Linking
5.
Reporting
6.
Timing
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Smart Devices – Smart Design • Specifics
• Minimalistic • Avoid length • Respondents “on the go”
• Test, Test, Test Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Thank you!
Melanie Courtright Research Now
[email protected]
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
Q&A
Melanie Courtright Research Now
Ray Poynter Vision Critical University
Speaker: Melanie Courtright, Research Now NewMR Lecture Series 2013 – Introduction to Mobile Surveys
